Physical or digital? 
Shakespearean dilemma or new opportunity to design and manage environments, spaces, events, moments and languages to produce new and better relationships with customers? Retail tested by fire: how to use wisely technologies, how to create new experiences and emotions with their own digital identity capable to communicate with the physical one. 
We talk about it with Mario Bisson, professor at Politecnico di Milano and scientific director of the EDME Laboratory of the Politecnico di Milano and Luca Fois, professor at Politecnico di Milano and co-founder of The Playful Living.